rob craig: 1 million fan case study
DESCRIPTION
Robert Craig from 3 Tier Logic. Presentation at Social Media Camp 2011TRANSCRIPT
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Digital and Social Media Strategy and Solutions
Customer Acquisition and Retention
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Agenda
3 Tier Logic Overview
Abercrombie & Fitch/Hollister Case Study
Questions
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3 Tier Logic Solutions Customer retention and acquisition Digital channels - applications and services Email and web Mobile (sms, iPhone, mobile web) Facebook Twitter
Strategic services Channel strategies Marketing systems and strategies integration
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About 3 Tier Logic
Social media agency for global retail brands including:
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About 3 Tier Logic
Social media agency for global brands including:
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Campaign DNAStrategy|Apps|Demand Generation|Business Intelligence
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Hollister “Chasing the Perfect” Contest Objectives:
Increase store revenue in multiple jurisdictions (6 countries) Track ROI thru receipt codes entered on Facebook or Website
Integrate multiple channels to drive participation
Cross channel promotion: in store > web and Facebook
Increase consumer interaction and engagement thru Facebook and web
Capture customer profiles (demographics, location, interests etc)
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Key Strategies and Tactics
Market Positioningo Appeal to key social media market segments
o Content creatorso Interactorso Lurkers
Demand Generation• Shareable content• Message management
o Content library creation and deploymento Postso Tweetso Email
• Facebook media buy
Custom app development
Custom Business intelligence
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Hollister “Chasing the Perfect” Contest
Custom Web and Facebook Applications:
User Generated Content App
Sweepstakes App
Voting App
Promo code App (receipt codes)
Data Capture App
Business Intelligence Suite
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Integration of multiple media channels to drive response: In store, Traditional and Digital Media
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Participants can enter via Web…
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Participants can enter via Facebook…
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How it works
Step 1. Take a picture wearing Hollister jeans or jeggings
Step 2. Go to Facebook (become a fan) or enter through web
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Step 3. Enter the receipt code from your last purchase
Simple user interface with transparent logic Participants in countries (eg, Canada, Germany) where proof of purchase cannot be required, do not see proof of purchase screen.
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Step 4. Register
Specific workflow based on country and region rules and regs
System can be set to send entry acknowledgement via email or sms. Email can include viral marketing toolkit
System can be set to take entries: daily, weekly, per contest, per person, etc.
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Step 4. Register (specific workflow based on country and region rules and regs)
Data can trigger specific workflow eg under 18 participants go through parent authorization
Content from under 18’s is quarantined until parental approval
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Email Parents will RecieveHollister: Under age notification
Step 4a. Parent authorization process
Under 18’s parents are brought into the dialogue
Parent is given access to all content submitted by their child
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Parental Review
Step 4a. Parent authorization process
Parent views content submitted. Parent dictates workflow via “approve” or “ reject”.
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Step 5. Upload Photos
System can accept multiple content forms: video, jpeg, mp3, pdf, word, text
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Step 5. Preview content
Choose what picture you want published
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Step 5. Tell the world..
Viral marketing tools integrated with system
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User Generated Content Management System
Curser through entries: last 24hrs, 7 days, etc.
Entries can be organized in folders for multiple stakeholder participation
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Step 5. Preview content
Choose what picture to publish
Inappropriate language is flagged
Participant data including parental authorization
Add notes
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Voting on User Generated Content
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Voting on User Generated Content
Content can be arranged in multiple formats – most votes, most recent, etc.
Votes can be tallied by number or percentages (not shown here)
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Voting on User Generated Content
Scroll thru pics
Vote on your fav
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Voting on User Generated Content
System programmed for daily voting
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Results are starting to show
• 1.8 million fans on contest close
• 1,000,000 added to fanbase
• Complete data set on contest participants
• Migration of fans from wall to tabs
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